EMERGING MODELS OF JOURNALISTIC AUTHORITY IN MTV'S COVERAGE OF THE 2004 US PRESIDENTIAL ELECTION

During the 2004 US presidential campaign, MTV produced an intriguing series of news reports, documentaries, and other programming designed to educate its youthful audience about the presidential election and democratic politics. The Choose or Lose series was an unlikely discursive blend, mixing MTV's usual fare of music, celebrity, and style, with serious information, issue coverage, and social advocacy. It also experimented with the parameters of journalistic authority, combining elements drawn from a traditional paradigm of professional journalism with a variety of alternative, emergent claims to credibility, in the hope of reaching a demographic that largely has “tuned out” from news and politics. To explore the changing nature of journalistic authority as articulated on MTV News, this study first develops a theory of discursive integration—the blending of once-distinct discursive domains, standards, and styles. It then identifies five potential models of journalistic authority constructed in the Choos...